Have you gotten a piece of direct mail that, on closer inspection, has a web address with your name in it? For instance, it might look like www.joesgreatpizza.com/JohnDoe. If you had checked out the web address, you would have found a personal web page with an offer just for you- an offer that’s related to the information in the mailer you received. If you’re a business owner, you should know that direct mail pieces with these personal URLs (PURLs) have several benefits.
- PURLs are more personal: PURLs give you the ability to create landing pages that are personalized to each recipient based on their purchase behaviors, demographics, interests, location, etc. We have found that marketing becomes more effective when it is personalized to the person being marketed to.
- PURLs make it easier to track results: Tracking the performance of your direct mail campaign becomes much simpler because you can see which recipients took action by visiting the landing page and what they did when they arrived at the site.
- Multiple forms of media: PURLs give you the best of both worlds. Your audience gets a tangible piece of direct mail marketing along with a website they can easily, instantly access.
- PURLs can go viral: You can use a “refer-to-a-friend” or “refer-a-friend” strategy on the personalized landing pages to encourage people to spread your message further.
Consider using PURLs on your next direct mail marketing campaign. We can help you design a campaign that will more effectively reach your target audience.